Patagonia is
backing a feature length documentary film about the environmental impact of
dams. And it’s incredible.
From what the
trailer teases, at least, Damnation is a beautifully shot, deeply researched
and thoughtfully produced piece about a topic as unsexy as water dams. And I can’t
wait to see it.
Which got me
wondering – would I be as eager to get tickets if it wasn’t backed by Patagonia? Would I even know about it if not for
the retailer? Probably not (though I’m not the type to be trolling for the
latest eco-docu-drama on my own…) Point is: This film is getting some legs as
it borrows from the Patagonia brand equity. Not only are there more channels
for promotion, but a new audience and a new angle on the story: They gain
exposure to Patagonia shoppers (who may or may not already overlap with their
target) and they can use this collaboration with the company to pitch the film through
a different lens (pun very much intended). They have the awesome validity of
the film itself for sure, but they also have this great narrative about how a
mission-driven company with a moral compass has funded the documentation of an
issue that they feel so strongly must be more widely known. That is a pretty
incredible endorsement as a film maker, I’d imagine.
The best part is
that this is a two way street. How highly does it speak of Patagonia that they
are willing to invest in something like a documentary film?! Not like the
company needs much help in the public good will space (I’d venture their
ratings are quite high on all marks, especially after stunts like the “Don’t Buy This Jacket” campaign they ran with eBay last year). But this is a win for
them, too: Another piece of amazing content to have their name on. It
reinforces their values as a company, and reminds the public what they stand
for. And it all gets to come together in a form of entertainment that most
would agree is far more compelling than an ad
campaign or published editorial content (though perhaps not, looking at
the non-rules by which Patagonia seems to keep playing…)
Corporation +
artist. Reach and equity + compelling cause. Mission + entertainment. Genuine
storytelling at a new level. Amazing (and hopefully trendsetting).
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